Carnival Cruise Lines kicks off 2011 with new campaign
MIAMI - "Didja Ever" zip line across a rain forest? Catch air on a wave runner? Jump into an impromptu performance of Thriller between courses at dinner?
MIAMI – “Didja Ever” zip line across a rain forest? Catch air on a wave runner? Jump into an impromptu performance of Thriller between courses at dinner? Well, mark your new calendar for more fun and firsts! Carnival Cruise Lines unveiled its “Hey America, Didja Ever” campaign that inspires people to try new things to add more fun – and ultimately, happiness and satisfaction – to their lives. Carnival will help consumers share, fulfill and celebrate first-time experiences throughout the year, driven by the “Didja Ever” campaign headquarters on Carnival’s Facebook page (www.facebook.com/carnival) and promoted through exciting and interactive broadcast, online, social media and local marketing efforts.
Carnival is collecting the Top 100 Firsts from its more than 420,000 (and growing) Facebook fans and all of America. The company is encouraging people to check things off their lists, share experiences through photos and video, and create once-in-a-lifetime events and memories. Of course, the Fun Ship company will also help to fulfill many firsts for participants that will include everything from giving away monthly cruise vacations for four to offering once-in-a-lifetime opportunities like appearing on-stage as the opening act for a favorite band, and many other fun activities online and in major markets.
“As a company that is built upon fun and memorable vacation experiences, we thought that it was time to help Americans put fun on the front burner,” said Jim Berra, senior vice president and chief marketing officer for Carnival Cruise Lines. “The ‘Didja Ever’ campaign reminds people it’s time to make their list and start living that list to the fullest. And we’ll provide a little help along the way to fulfill some of these wishes in surprising and unexpected ways throughout the year.”
According to a consumer survey commissioned by Carnival earlier this month, nine out of 10 adults have a list of things they wish to accomplish in their lifetime. Robert Mack, author of the bestselling book, “Happiness From the Inside Out: The Art and Science of Fulfillment,” and celebrity life coach explains, “If you want to live your best life, start by setting a goal that deeply inspires and excites you on a personal level so you’ll stick to it. If you can stay engaged and keep it fun, you’ll be more committed.”
Mack added that another important element of success is sharing your goal with other people who will support you and cheer you on. Studies have shown people are up to 10 times more likely to accomplish a goal when they write it down.
“The ‘Didja Ever’ campaign is all about sharing and fulfilling firsts, so Carnival’s page on Facebook made perfect sense to be our home base for people to share, track and cheer others on,” said Roger Baldacci, EVP, executive creative director of Arnold Worldwide, the advertising agency that developed the campaign with Carnival. “We’re bringing elements of the participatory fun experienced by guests on Carnival’s vessels to anyone who wants to build a list of things they’ve always wished to do and maybe get a little help to make it happen.”
On The Air Waves and Online
To promote the new “Didja Ever” campaign, Carnival today debuted the first of its newest television spots that continue the popular “Fun For All. All For Fun.” theme. The ads utilize stunning slow-motion to capture Carnival cruise fans enthralled in first-time moments. The first in the series features a mom who awes her young boys when she catches air on a wave runner. The spots feature the familiar voice of actor John Krasinski who notes “Now, there’s a first,” and the rock anthem “Bang the Drum” by Todd Rundgren.
The new TV spots will air on major networks and top-rated daytime and primetime shows including NBC’s Today Show, Parenthood and The Office, ABC’s Good Morning America, Grey’s Anatomy and Extreme Home Makeover, and CBS’s How I Met Your Mother, Mike and Molly and Undercover Boss. The full creative team at Arnold Worldwide that developed the campaign includes: Chief Creative Officer – Pete Favat; Executive Creative Director – Roger Baldacci; Creative Directors – Will Chambliss, Rob Kottkamp and Tom Morhous; Director – Christian Loubek, and Production Company – Anonymous Content.
In addition to new TV spots, Carnival is helping to ring in the New Year as the official confetti sponsorship of the Times Square New Year’s Eve 2011 celebration, and also promoting the “Didja Ever” campaign through online advertising and video which will appear on leading sites such as YouTube, Yahoo!, Hulu and ABC.com.